Influencer Trends to Watch: Trend #4 When Content Clicks, Engagement Sticks

In today’s fast-scrolling digital world, attention spans are short, and content has to work overtime to hold people’s interest. Enter short-form video—the reigning champ of influencer content. It’s snappy, creative, and packs a punch in under 60 seconds. If you’re not prioritising this format, you might be missing out on your audience’s favourite way to connect with brands. Let’s dive into why short-form video rules for influencer marketing and how you can ride the wave to higher engagement. For further insights and more expert tips, access our latest eBook: The Influencer Effect: A Global Perspective on Consumer Engagement.

Why Short-Form Video Steals the Spotlight

From TikTok to Instagram Reels, short-form video has become the go-to format for influencers—and for good reason. Across six surveyed countries, 32% of consumers ranked it as their preferred content type from influencers, making it the global leader. Whether it’s a quick tutorial, product review, or behind-the-scenes peek, short-form videos offer an irresistible mix of entertainment and information.

Here’s why it works so well:

• Attention-grabbing: With busy, swipe-happy audiences, short-form video delivers impactful messages in just seconds.
• Authentic Storytelling: Influencers use this format to showcase their personalities, making content feel real and relatable—a key ingredient for effective influencer marketing.
• High Engagement Rates: Short-form videos consistently outperform other formats with better completion rates, likes, shares, and comments.

While TikTok is a major player, with 1.6 billion monthly users and a reputation for its algorithm’s organic reach, short-form video’s appeal goes beyond any single platform. From younger audiences to those catching on later, it’s a format that resonates widely and delivers results.

How to Win the Short-Form Video Game

Want to own the short-form video space? Here’s how to make it happen, straight from the playbook of savvy marketers:

1. Prioritise Video, Especially Short-Form

Short-form video is where the magic happens. Partner with creators who shine in this format—they know how to craft attention-grabbing, authentic content that connects. The beauty? Once you’ve got this golden content, you can repurpose it across multiple channels. Think TikTok to Instagram Reels, or even turning standout videos into TV ads (yes, that’s a thing now). Why stick to traditional ads when influencer-driven videos hit harder and feel fresher?

2. Keep an eye on additional platforms.

Instagram may have been the influencer MVP for years, but times are changing. Platforms like TikTok are stealing the spotlight, especially with younger audiences who crave creative, bite-sized content. While TikTok is the obvious choice for short-form video, don’t ignore other players like YouTube Shorts or even Snapchat Spotlight, depending on where your audience hangs out. The key? Diversify your platform mix to maximise reach and engagement.

By focusing on what makes short-form video so impactful—its immediacy, authenticity, and versatility—you’ll not only win views but turn those views into meaningful connections with your audience.

Short-Form Video: The Future is Now

Short-form video isn’t just a trend—it’s a marketing powerhouse that’s here to stay. Whether you’re working with mega-influencers or up-and-coming TikTok stars, this format offers unmatched opportunities to connect, engage, and convert.

Ready to jump on the short-form video bandwagon? Start by partnering with influencers who excel in video storytelling and explore platforms that align with your audience. Then sit back (okay, not too far back) and watch your engagement skyrocket.

This global look into influencer marketing is all about helping you boost your strategy. Ready to up your game? Rakuten Advertising’s expert teams are here to take your influencer campaigns from planning to ROI tracking. From managing creators to optimising affiliate links, we can help you deliver diverse, high-quality content to drive results across all channels.

Let’s connect and make those influencer campaigns work harder for you!